Kirk says she is drawn to insert media because she likes the challenge of testing many different tactics and trying to find options to improve results. “There isn't one answer or one solution. If we run into a problem, we can try a blow-in, shared mail — many different things. We're using modeling, we're trying newspapers, and developing cadence strategies,” she says.
AARP's three membership publications previously hosted membership acquisition advertising as well as bind-ins and blow-ins. But there's not much room left for in-house marketing inside the organization's magazines these days.
“We're a victim of our own success,” Leon laughs. “But when a membership is about to expire, we'll wrap the publication with a reminder, ‘Renew now!' The magazine is a very tangible member benefit; it's part of our calling.”
Leon, who spent 10 years at AOL before joining AARP in 2005, says she enjoys being involved in furthering AARP's mission,
“This audience is expanding faster than any other group, and it's exciting to reach that market with what could be life-changing opportunities,” she says.